This article presents the results of the commitment of consumers of certain psychotypes of personality to various genres of video game market products. When developing a marketing campaign, firms need to thoroughly understand their target audience in order to minimize production and marketing risks. Each genre of video games has a number of unique features that attract, or, conversely, repel the target consumer. A hypothesis was put forward about the connection between the psychotype of the consumer and his genre preferences. Thus, knowing the psychotype of their target audience, firms can develop a new product for it (or adjust the current one), and vice versa, having a finished product in their hands, firms can implement it for a specific target audience knowing its psychotype. The video game market has been analyzed, its main target audience has been identified. An analysis of the results of an empirical study on the relationship between the psychotype and genres of video games was carried out in order to confirm or refute the working hypothesis. The practical testing of the hypothesis was carried out on the basis of an online survey of respondents - individuals. Respondents were offered questions with a binary answer («Yes» and «No») as part of the Eysenck part of the questions to determine the psychotype of the respondent, as well as the author’s part to determine genre preferences. No other response options were included in the survey. Recommendations were given to companies in the video game industry to promote their products and services based on the studied theory and empirical research.